Safety Impacts of the Emerging Digital Display Technology for Outdoor Advertising Signs

The objective of this study was to develop guidance for State Departments of Transportation and other highway operating agencies with respect to the safety implications of digital display technology being increasingly used for outdoor advertising signs.  This groundbreaking report found evidence that drivers look longer at digital signs than they do at static billboards, and that glances away from the road of two seconds or more greatly increase the risk of a crash or near-crash.

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